Are bots driving your brand love? – Quantifying the effect of fraud in market research

Room 2 | 1:30 pm - 2:00 pm | Thursday, February 29, 2024

How confident are you in your data quality? Most researchers deploy some combination of attention checks and data cleaning to try to isolate and remove bad respondents, but as tech-enabled fraud grows more sophisticated, traditional methods might not be enough to protect your market research.

Join Steven Snell, head of research at Rep Data, and Carol Sue Haney, head of research and data science at Qualtrics, as they present original research on the prevalence of fraud in a typical study and the extent to which it can bias findings in your brand and market research.

Key Takeaways:

1. Survey fraud is common and difficult to detect through traditional methods.
2. Fraud likely distorts your view of who enters your survey.
3. Fraud likely biases core metrics in your marketing research, including brand awareness.

Methodologies Presentation by Supplier Technology